The agreement gives Deezer access to over 32 million Vodacom customers in South Africa and gives the company a significant lead over its rivals Spotify and Pandora on the African continent.

According to a report by Pricewaterhouse Coopers, $8 million was spent on digital music in South Africa in 2012, which is around 7.3% of the country’s recorded-music market, with that figure expected to reach 14% by 2017.